Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Smoking Tobacco in Norway

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Executive Summary

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TRENDS

Smoking tobacco continued to see a decline in sales in 2015 due to increasing health concerns and the Norwegian authorities’ efforts towards establishing a tobacco-free society, coupled with the rising popularity of vapour products. The biggest decline in sales was seen in RYO tobacco, which accounted for nearly 99% of overall smoking tobacco volume sales. Although accounting for only a marginal share of overall smoking tobacco, pipe tobacco recorded a modest increase in sales compared to most other tobacco products, with this attributed to the hipster movement and widespread craft trend.

COMPETITIVE LANDSCAPE

Since JL Tiedemanns Tobaksfabrik AS shut down its production in Norway in 2008 and sold its two biggest smoking tobacco brands (Petterøes and Tiedemanns) to Philip Morris and British American Tobacco, respectively, these two companies have been the key players in the category. The Petterøes brand saw its volume share fall by one percentage point in 2015, resulting in a 51% share for Philip Morris Norway. The second biggest brand, Tiedemanns, gained one percentage point, giving British American Tobacco Norway a volume share of 38%. The other most significant players in the category were Conrad Langaard AS, Imperial Tobacco Norway AS and Swedish Match Norge AS, with a combined volume share of 8%.

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